Health and Vitality Centre

I was contacted by a colleague to provide assistance in a web design project that had" gone off the rails". The development team had done an exceptional job in content development for the site, providing a rich reference resource for the patients. However, the client was unhappy with the design and presentation of the content.

In scoping the project we determined that the core identity of the clinic was not resonating with the client's brand goals. So, as a condition for proceeding with the job we asked to be able to also do a complete rebranding of the business.

After overcoming the client's initial hesitations — the extra cost and her prior investments in the existing brand — we went ahead.

Making a case for re-branding.

“Coming to a party late”, can have its advantages. It is usually easier to get an overview of what is going on, what is working and what isn’t. It works for cocktail parties and design projects.

In this case, the client had been involved in a website project for quite some time: there are well over a hundred pages of well written medical content. Surprisingly the client was not really engaged in the design aesthetics of the website. Consequently, the website was close to completion before the client realised that the project plan was to work on the visuals concurrently with the content. At that point, it was too late for the development team to go back and redesign.

This is where we entered. Budgets had already been spent. Anything that we would do would be an “extra-budgetary” item. To make matters worse we insisted on a complete rebranding. It is a hard sell, and for the client, it is a tough pill to swallow. But the results were worth it.